Introducing Field Test
A look at the newly launched shopping tool Phia and chat with co-founder Phoebe Gates
Hi! Here’s a little treat between my regular monthly posts. In honor of NY Tech Week I’m introducing Field Test, my new bite-sized series where I explore the latest in fashion tech—testing everything from shopping apps and browser extensions to digital closets.
Last month, I recapped my favorite secondhand pieces and linked to items I actually wear (both new and pre-owned) because no one likes a gatekeeper. Deciding when to buy new or pre-owned has always been a balancing act for me and it’s a combo of my own wardrobe data, gut intuition and online tools that help me. But figuring out what’s a good value just got easier with Phia: a newly launched shopping tool that instantly compares prices and shows secondhand options, all in one place. Phoebe Gates, one of Phia’s co-founders, and I connected on Substack a while back (the Substack community really is the most special), and she shared a preview of the tool with me before its launch.
As someone who works in fashion tech, I’m constantly testing new shopping tools and I tested out the Chrome browser extension and the Phia app. I’ve been keeping an eye on this knit tank from RÓHE and I love how easy Phia makes it to compare prices across retailers and see secondhand options. I cannot stress enough how user-friendly Phia is—you don’t need to be a tech whiz to use this tool as it works across sites you’re already shopping on.
I chatted (over email) with Phoebe to better understand how Phia works and what’s next for their team.
There are so many online shopping tools available – what does Phia help me do?
Think of Phia as your shopping assistant: it compares prices across both primary retail and resale sites instantly — and shows you the best deal for any item in fashion. Whether you’re looking for something super specific, or more generally across trends (such as “white dresses” for graduation), Phia reveals the best deals in one click. No more endless scrolling, or countless tabs.
With price transparency, and more sustainable secondhand options baked in, Phia empowers users to make better shopping decisions.
As an online pursuer and shopper, how do I start using Phia?
Anyone can download the Phia iOS app and mobile Safari extension, or add to Chrome desktop — both are free. You can search by item description (i.e., “Prada tote bag”) directly in the app. Phia indicates whether the item is priced low, typical or high - and subsequently shows you all exact or similar matches at all price points.
Once it’s installed as a browser extension, Phia follows you as you shop, and pops up with a “should I buy this?” button. In one click, it reveals pricing information and matches just like the app.
I try to always start my shopping journey with resale items. Can I use Phia for resale?
Yes! That’s one of the main value offerings of Phia — resale is woven into the everyday shopping excursion, and we normalize the process by leading with the best price for whatever you’re seeking as a guidepost. We compare listings from a database of 250 million items across the top secondhand platforms like The RealReal, Vestiaire, and eBay, right alongside new retail options.
You’ll always see the best deal, but you can filter just for resale, too if that’s your go-to. We really built Phia for all shoppers.
What’s next for Phia?
We are super focused on knowing our users, and optimizing the Phia experience for them. The landscape changes quickly, so staying close to our core customer, and learning as we grow is critical.
We’re also looking forward to engaging with our community, and doing a lot more in person with brands and partners who share our enthusiasm for innovation and fashion.
♥️ To let me know you’re enjoying Data Made Me Wear It, and this post is public so please share it with someone else.
I love this!
Thank you for the feature <333